ADWEEK: THE 10 BEST ADS OF 2017 - LOGIC “1-800-273-8255”
The 10 Best Ads of 2017
See the year's most intriguing, inspiring and entertaining work
2) Logic “1-800-273-8255”
Partner: National Suicide Prevention Lifeline
On April 28, the rapper Logic unveiled one of the most creative and culture-embedded PSAs ever made—his song “1-800-273-8255,” named for the National Suicide Prevention Lifeline number and created in partnership with the federal government initiative.
The song, featuring Alessia Cara and Khalid, begins from the point of view of someone calling the lifeline and confessing they “don’t want to be alive.” Soon, the person fielding the call is offering words of hope, and by the end of the song, the caller is committed to fighting for life. (“I don’t wanna cry anymore/I wanna feel alive/I don’t even wanna die anymore.”)
Logic came up with the idea for the song, then worked with the NSPL to maximize its exposure. The results were staggering. On the day of the release, the lifeline received over 4,573 calls, it second-highest daily volume ever at the time—and a 27 percent increase from the usual volume. Logic performed the song on Aug. 27 at the MTV Video Music Awards; the next day, the line received 5,041 calls.
The NSPL website saw a monthly boost of 100,000 visits, from an average of 300,000 up to 400,000, in the two months after the song’s release. Google searches for the phone number doubled immediately after April 28, and they remain consistently 25 percent above the previous average today.
“It’s an honor for us to be working alongside Logic to help people in despair find hope and meaning,” Dr. John Draper, director of the National Suicide Prevention Lifeline, said on the day of the release. “By sharing these stories of recovery from individuals who have been there and have survived their own crises, we can change the conversation about suicide from one of tragedy and isolation to one of hope.”
Logic has called the song the most important he’s ever written, and it’s easy to see why, as it has saved an untold number of lives.